International Marketing

Theodore Levitt's article "The Globalization of Markets" is relevant to the case of MontGras, a winery in Chile, because MontGras had begun competing in the global marketplace and was facing numerous challenges. MontGras had had difficulty penetrating the U.S. wine market because its relationships with distributors failed, so it had to decide on a new partner as well as formulate an effective export strategy. A supermarket promotion in the U.K. MontGras's biggest market was offered to MontGras, promising to raise volumes, but the promotion would work against price maintenance. It was offering different wines in the fragmented U.S. market, since stricter regulations forced it to use a three-tier distribution system. Patricio Middleton, MontGras's CEO, hired Interbrand, an international marketing firm, to develop a strategic plan for the whole Chilean wine industry and found that Chile was barely known and had no specific image. MontGras was exporting 98% of its production to a total of 24 countries and focusing on a pricing strategy that highlighted mainly its highest-price wines (Arnold and Stevenson, 2002).

Related Essays

International Marketing This research deals with the topic of international marketing. Americans have played an ever-increasing role in world trade and .... (1323 5 )

International Marketing Challenges The international marketing function will face a number of new and dynamic challenges in the 21st century. An effective marketing .... (1093 4 )

International Marketing Strategy When a company begins formulating its international marketing strategy, or when it evaluates a current international marketing program, it must take into .... (761 3 )

International Marketing Plan .... com pany. The description of the international marketing plan is presented in seven separate discussions. These discussions address .... (1301 5 )

International Marketing Plan This research develops an international marketing plan. The target country is Mexico. The product is facsimile transmission machines (fax). .... (2798 11 )

McDonald's International Marketing Strategy McDonald's International Marketing Strategy McDonald's Corporation is the world's largest seller of hamburgers and other fast foods. .... (1482 6 )

Category: Economics - I